Kraft’s Associate Director Dana Shank showed the audience at the 2013 iMedia Brand Summit how the company uses mouthwatering food photography and rich customer data to produce sales results through content marketing.
Tags: content analytics, content distribution, content marketing, content metrics, Dana Shank, denise lee yohn, imedia brand summit, JELL-O content strategy, Kraft Food social media, Kraft Foods, Kraft Foods content strategy, Philadelphia Cream Cheese content strategy
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In a system of established cable and television business models with restrictive syndication, it seems the only way to push the evolution of video forward is to approach distribution in as many angles and in as many territories as possible. HBO is finally embarking on this frontier with their recent announcement of HBO Nordic AB, a service that will provide HBO content direct to consumers for the first time in Europe. This move is a symbol of changing audience expectations and the very real opportunities that exist for video producers and publishers if they will only tap in.
Tags: content distribution, cord cutters, cord cutting, direct to customer, hbo, HBO GO, HBO Nordic AB, Hulu, netflix, time warner, traditional television, Video distribution, video producers, video publishers, video syndication
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The traditional understanding of how video content exclusivity worked went something like this: producers sold exclusive content syndication rights to the content distribution network that offered the highest bid; the network in turn made millions in advertising for being the single-source of this must-watch content. But what happens when the audience no longer goes to a single source for content? We’re living in an age where audiences expect content on demand from a variety of sources (cable networks, websites, blogs, apps) and devices beyond regular television (computers, smart phones, tablets, game consoles). Does this mean that exclusivity simply goes away, forcing the producers and aggregators to say goodbye to revenue and embrace the free exchange of content instead? The obvious answer is no. Content exclusivity will not go the way of VHS tapes. Instead, it will evolve to something much better, where everyone, including audiences, benefits.
The Exclusivity Predicament
To better understand our current predicament, let’s consider the 11-season hit television show American Idol. When it began in 2002, it was likely the content owner Fremantle Media sold American Idol to FOX for offering the highest bid. We, the consumers, then tuned in every Wednesday night, hungry to meet the next pop... Read more
Unless you live under a rock, you were probably well aware of the recent contract disputes that left 20 million “The Daily Show,” “Jersey Shore,” and “SpongeBob SquarePants” fans in the dark for 10 solid days.
The disputes included a fair amount of tug of war between the two parties with DirecTV dropping 17 of Viacom’s popular channels (Nickelodeon, MTV, Comedy Central, etc.), Viacom responding by pulling all of their streaming services, and divisive advertisements were blasted from both sides. An agreement was eventually reached and DirecTV brought the shows back on July 20th, but not without causing their fair share of audience frustration. Unfortunately, this won’t be the first or last time contract disputes between content owners and distributors block audiences from the content they want. From notorious public disagreements like the current AMC and Dish standoff to Fox and Time Warner this type of occurrence will only continue to rise as producers and publishers clash over the value of their content and customers (respectively), and nobody wins in this sort of public fallout.
Audiences are not likely to sit idly paying for a subscription service when they no longer have access to the shows they signed on for. And when... Read more
Get any two marketers together and it won’t take long for the topic of mobile to surface. Inquiring minds want to know – so we asked in a new research study, and here is what we found: Though only 33% of companies now have a mobile marketing strategy, an additional 62% of businesses plan to launch a mobile marketing strategy within a year. These are some of the key findings in a new survey conducted by King Fish Media in partnership Junta42, Maxymiser and HubSpot. More than 560 marketers and corporate executives participated in the online survey conducted in April.